A Study of the Translation of Chinese Trademark from the Perspective of Skopos Theory 功能目的论视角下中文商标的翻译策略研究。文献综述

 2021-10-23 08:10

毕业论文课题相关文献综述

1.Introduction1.1Research backgroundSince the implementation of the reform and opening up policy, China has been actively seeking overseas cooperation to push domestic manufacturing to the world stage. Facts have also proved that China has become a manufacturing country. Chinese products can be seen everywhere, they have been quietly integrated into peoples daily lives in all countries and have become a closely related part. Although China is a large manufacturing country, the proportion of world-renowned brands in the world market is not significant. According to the survey, the total amount of China's export products has accounted for world trade since 2010. Its about 9.7% of the market share, but according to the 2011 《(eighth) World Brand 500 》, there are only 21 Chinese brands, accounting for only 4.2% of the total (Tang, 2013). This shows that China is only a big brand country in number rather than a strong brand country, and there is still a big gap compared with developed countries. With the further development of economic globalization, the quality competition among the same type of goods is no longer significantly different. Commodity economy needs not only pure manufacturing, but also more effective brand services which combined quality with cultural image. The competition among commodities has become the competition among brands, but there is still a gap between Chinas brand competitiveness and the international advanced level.A trademark is the sign and name part of a brand. As the first intuitive element of a product, it combines the characteristics, functions and production culture of the product. The function of a trademark is to identify the product, provide its information and promote the product, so as to stimulate consumption(Wu, 2019). It helps consumers to identify goods or even enterprises. It is an important basis for consumers to choose certain commodities and also the object that consumers trust. A trademark is a carrier of product information, a tool for participating in market competition and a production operator. The competition between producers and operators is the competition between commodities or services and reputation,its manifestation is the competition of trademark popularity. The higher the popularity of a trademark, the stronger the competitiveness of its goods or services. As a product of the modern economy, trademark is the intangible assets of enterprises and occupies an important position of intellectual property. It is a representative of enterprise image and a symbol of enterprise culture. We know the importance of first impressions, and trademarks will leave a deep initial impression on consumers which is the basis for corporate brand promotion. Therefore, in todays globalized world, in the new stage of Chinas goal of becoming a manufacturing power, in order to internationalize the brand, it is necessary to create more integrated and representative trademarks, so as to enter the overseas market for the brand and seize more market shares.1.2Need of the studyThe importance of translating trademarks into English: Any language in the world has its own cultural territory, as well as Chinese characters. To make our company go global, it is obviously not realistic to make trademarks use only Chinese characters or Chinese pinyin. Because language barriers will force our products to hover outside the international market. It is undeniable that some Chinese brand names are beautiful in the Chinese context, but foreign consumers will be inexplicable after reading these trademarks. As an international language, English has a wider audience base. In order to promote Chinese products to the world more conveniently, an appropriate English trademark is a key step. Therefore, translating Chinese trademarks into English is necessary to help enterprises go abroad and integrate into the world market.The necessity of research: The development of Chinas export commodity economy starts relatively late and no enough attention has been paid to the promotion of the commodity. The principles followed by the research on trademark translation are deeply influenced by traditional translation ideas, so the effect of English translation of trademarks has always been unsatisfactory so that some terrible problems occurs. Translation is a cross-cultural communication behavior, the associative meaning and pragmatic criteria of words are very important. Trademark, as a special word with high cultural sensitivity, when it is beingfocused, fully consideration should be paid on the associative meaning to avoid cultural pragmatic mistakes. Therefore, it is necessary to try from a new translation perspective to provide more thinking methods for trademark translation.As a unique cultural carrier, a trademark embodies a certain characteristic of a commodity. It can not provide a rich context for people to understand as the translation of literary works, it seeks direct and realistic propaganda effects. The meaning of the use of trademark is to attract the target language customers, which has a direct purpose, and can not achieve translation equivalence due to cultural differences. Skopos theory focuses on the outcome of translation from the perspective of the translator and the principle of purpose as a reference. Studying the process of trademark translation from the perspective of Skopos theory has specific operational significance for analyzing existing trademark translation issues and research countermeasures. It can help improve the quality of trademark translation, optimize enterprise image and enable more local products to successfully enter the world market. In order to seize more world market share, to improve the competitiveness of Chinese companies in the international market and to promote foreign consumers' awareness of our products and brand image, it is useful. 1.3Research purposesAccording to the principles of Skopos theory, based on the characteristics and cultural differences of both languages, this study tries to overcome hidden problems in cross-cultural communication. By comparing the existing problems and relevant translation methods, it mayfind some good translation examples. Attempt to use this theory to convert some cases, summarize the methods through practice and try to put forward some corresponding strategies of innovation so that can enhance the local independent brand translation standards in order to improve the quality of English translation of Chinese trademarks. Make trademarks have more cultural and commercial value to optimize enterprise's international image.2.Literature review2.1Overview of Skopos theory2.1.1 Introduction of Skopos theoryThe Skopos theory is an approach to translation which was put forward by Hans Vemeer and developed in Germany in the late 1970s. Translation is considered not as a process of translation, but as a specific form of human action. The word skopos was from Greek, it was used as the technical term for the purpose of the translation. The core concept of Skopos theory is that the purpose of the whole translation behavior justifies the process, translators should hold the thought from the perspective of the target readers during the process of translation. Translation is regarded as a process of re-creation.2.1.2 Development of Skopos theoryThe development of Skopos theory has went through four stages. In the first stage, Katharina Reiss introduced functional categories to translation criticism for the first time. She linked language functions, text types and translation strategies, then developed a translation criticism model based on the relationship between source texts and translation functions. Possibility and limitations in translation criticism, the author proposed the idea to the functionalist theory of prototype. The second stage, his student Hans Vermeer who created a theory of functionalism: Skopos theory in order to restrict the study of translation from the scourge of original texts. This theory believed that translation was a purpose-based and fruitful act based on the original text. This act must be completed through negotiation. On this basis, Justa-Holy Manttari drew on the theory of communication and behavior which proposed a theory of translation behavior, and further developed functionalist translation theory. She used information transfer to refer to various cross-cultural transformations and regarded translation as the purpose-driven, results-oriented interaction between people. The fourth stage, in the 1990s, Christinae Nord wrote Translating as a purposeful activity, based on the existing functional translation theory, and proposed that translators should follow the guiding principle of function plus loyalty.2.1.3 Principles of Skopos theorySkopos theory has three principles: the principle of purpose, the principle of coherence and the principle of fidelity. It put the principle of purpose as the priority indicating that the translation should be able to occur in the context and culture. The purpose to be achieved by translation behavior determines the whole process of translation behavior which means the result determines the method.The principle of coherence means that the translation must meet the standards of intra-textual coherence, that is, the translation is readable and acceptableThe principle of fidelity means that there should be inter-textual coherence between the original text and the translation. This is equivalent to what other translation theories call fidelity to the original text, but the degree and form of fidelity with the original text depends on the translation purpose and translator's understanding of the original text.Different from the traditional equivalence view, the German Skopos theory focuses not on whether the translation is equivalent to the original, but on the translator's selection of the best treatment based on the expected function of the translation and various contextual factors. 2.2 Previous studies at home and abroad2.2.1Research on existing problemsWith the continuous expansion of Chinas overseas market, more companies continue to try to promote local brands, but the results have been unsatisfied(Guo, 2014). Through the research, it is found that there are some prominent problems in current Chinese trademark translation, such as: 1. Excessive use of pinyin. Many companies directly use Chinese pinyin as their English trademarks(Tang, 2013). These letters, which are similar to English in form, make the rich semantic meaning and national culture contained in Chinese trademarks lose their color and turn into a strange symbol that foreign customers cannot recognize(Guo, 2014). 2. The phenomenon of duplicate names is serious(He, 2018). The trademark is originally a distinctive mark that distinguishes the company, but due to the constant imitation, it creates a phenomenon of market brand confusion for overseas consumers, which is difficult to show innovation and personality. 3. The translated name lacks distinctiveness(Guo, 2013). The distinctiveness is the essential attribute of a trademark and a necessary condition for trademark registration(Bi, 2012). When choosing a trademark, an enterprise should pay attention not to be identical with the registered trademark of other industries. However, when choosing English words in China, semantic or phonetic equivalents are often chosen, which lack novelty for foreign consumers and are easy to be beaten to the draw(Zhou, 2019). For example, the English brand Legend of Lenovo Group, which everyone is very familiar with, during its development in the European market, the company was encountered resistance because this trademark had been registered in more than a dozen European countries. Therefore, on April 28, 2003, Lenovo Group officially announced the opening of the new translation Lenovo in Beijing, and immediately registered it worldwide. Obtain the protection of the laws of various countries. 4. Cultural pragmatic failure (Zhang, 2015). The trademark may seem short, but the cultural implication it carries is very heavy (Bi, 2012), while due to cultural differences, and translation always uses semantic pairs and other methods so it is easy to ignore the associative meaning and pragmatic criteria between words, finally causing some awkward situations. 2.2.2Research on translation strategiesIn order to solve the above problems, the current experts and scholars have proposed several countermeasures: 1. Onomatopoeia, which refers to variants of pinyin (Tang, 2013). By adjusting the pinyin of Chinese character trademarks to make them conformed to the characteristics of internationalized English trademarks while the original trademarks voice value is still retained(Zhou, 2019). By using the pronunciation rules of the phonetic transcription to adjust the letters to make it more English-looking, but also distinctive and easy to sell(Wu, 2019). For example, the famous woolen sweater Erdos, its original English trademark Eerduosi is pure Chinese pinyin. Lately they adjust their English brand name, generate Erdos, and successfully register. On the one hand, it is a harmonious Chinese pinyin, and on the other hand, it is loud and bright. It is in line with the characteristics of English trademarked words that value harmonization, creating a good corporate image for the company. 2. The method of concatenating creativity, which uses two or more English words or roots and affixes to interpret Chinese trademark words(Xu, 2018). Such method can minimize language barriers, absorb English strengths, and retain free play(He, 2018). The well-known domestic brand Desheng,its a radio enterprise.its brand is translated into Tecsun using the patchwork creative method, which is the common prefix Tech- and sun in Technology(Sun) combined. This is probably a more authentic English trademark, which also implies that Tecsun products have high technical content, and the pronunciation of Tecsun is similar to Desheng. 3.Variant spelling(Guo, 2013; Xu, 2018). It refers to the selection of a certain English word related to the meaning of the original text, followed by the addition and subtraction, inversion and substitution of its constituent letters, so as to retain the look of the original word and highlight its significance and imagination. Such as Gree, Supor, Youngor etc.ReferencesFu, Q. W.(2018), On the Methods of Trademark Translation from the Perspective of Functional Equivalence Theory. Overseas english, 2, 148-149.He, X. C.(2018), The Study of Chinese-English Trademark Translation. Theory and practice in language studies, 8, 503-508.Nord, C.(2001), Translating as a Purposeful Activity: Functionalist Approaches Explained. Quaderns: Rrevista de traducci, 19, 167-170.Qian, L.(2018), On Localization Strategies of E-C Trademark Translation, Beijing: Atlantis Press.Wang, S.(2014), Translation of Cosmetics Trademarks from the Perspective of Translation Aesthetics. Language teaching and research, 5, 626-630.Wu, Y. H.(2019), The influence of Chinese social behavior orientation on Chinese-English translation of trademarks. Paper presented at the International Conference on Arts, Management, Education and Innovation, Korea.Zhang, X.,跨国公司商标译名语言特征探析，《商务必读》（2）：237-238。

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